新媒体营销渠道以“微信”为例.docx

新媒体营销渠道——以“微信”为例 摘要 当今处于知识经济条件下的互联网时代，企业通过新媒体平台开展商业活动的能力逐渐成为衡量其企业竞争力的重要指标，也成为提升传统企业、实现技术跨越的重要驱动力量。在逐渐激烈的市场竞争中，越来越多的传统企业开始对如何在互联网环境下发展的策略做出认真的思考，重新规划营销策略以适应当前市场，努力找寻新媒体营销渠道以符合自身发展需要。当前，社交媒体也在不断变化，出现各种丰富的类型，成为主要的营销渠道，特别是微信营销渠道更是成为热点话题。本文将基于相关理论，以微信为例来探索新媒体营销渠道应用管理存在的问题，并提出相应的营销策略，以期为相关管理者提供有价值的参考。 关键词：新媒体；营销渠道；微信营销  Abstract In todays Internet era under the conditions of knowledge economy, the ability of enterprises to conduct business activities through new media platforms has gradually become an important indicator to measure the competitiveness of their enterprises, and has also become an important driving force for upgrading traditional enterprises and achieving technological leapfrogging. In the increasingly fierce market competition, more and more traditional enterprises have begun to seriously think about how to develop in the Internet environment, re-planning marketing strategies to adapt to the current market, and strive to find new media marketing channels to meet their own development. need. At present, social media is constantly changing, and there are various types of rich media, which have become the main marketing channels, especially the WeChat marketing channel has become a hot topic. Based on relevant theories, this paper uses WeChat as an example to explore the problems existing in the application management of new media marketing channels, and proposes corresponding marketing strategies in order to provide valuable reference for relevant managers. Keywords: new media; marketing channels; WeChat marketing  目录 TOC \o 1-3 \h \u 4450 摘要 I 17612 Abstract II 924 一、绪论 1 28397 （一）研究背景及意义 1 23788 （二）国内外研究现状 1 19854 1.传统营销渠道理论对新媒体营销渠道的理解 1 11383 2.有关新媒体营销渠道价值的研究 2 6977 （三）研究内容及方法 3 4743 二、相关概念界定及理论基础 3 28470 （一）新媒体营销渠道 3 10579 1.新媒体营销渠道界定 3 878 2.新媒体营销渠道特点 3 12531 3.新媒体营销渠道功能 4 13653 （二）O2O微信营销 4 16 （三）相关理论基础 5 23597 1.市场细分理论 5 1815 2.营销4C理论 6 11267 3.客户关系理论 6 25076 4. 顾客让渡价值理论 6 20727 三、新媒体营销渠道——微信营销应用 7 5273 （一